Centre for U (ETU)
Industry transitions create opportunity when workers can clearly see their role in the future. Looped-in Founder Rachel Abad supported the campaign strategy for Charge On, an initiative designed to position electricians at the forefront of Australia’s electric vehicle charging infrastructure shift.
Delivered by Rachel Abad, as the Associate Director at Ellis Jones.
The project.
The challengeElectricians needed to understand how the rapid growth of electric vehicle adoption would impact their profession and what opportunities existed within the changing energy landscape.
The insightThe barrier was not resistance to change. It was lack of visibility of the role electricians could play in the EV ecosystem. Once positioned as trusted professionals responsible for safe home charging installation and battery-related safety, the transition shifted from uncertainty to professional leadership and new service opportunity.
The strategic approachA behaviour-change-led national campaign for the Centre For U, repositioned electricians as leaders in Australia’s EV transition while building awareness of the new accredited training program through integrated communications and stakeholder activation.
DeliverablesCampaign strategy
Co-design sessions
Campaign narrative and messaging framework
Copywriting
Content creation
Social media content development
EDM development
Printed collateral including one-pagers
Digital paid advertising
Out-of-home advertising
Partner channel activation
Web content development
Photography shoot management
Talent management
Project Steering Committee participation
The impactAll training places were filled six months prior to program launch, with more than 400% additional expressions of interest beyond available capacity, demonstrating strong national demand and industry readiness for the initiative.
Need support?
If you’re building something purpose-led and want to move from opinions to evidence, you’re in the right place. Whether you need audience insight, communications support, or a strategic brain in your corner, Looped-in helps you make decisions informed by the people you serve.